Advertising is a strong ally of content marketing Chile Email List . While blog posts and social media posts engage and educate audiences along the funnel, ads get right to the point: conversions .
In advertising, good ad copy plays a crucial role in achieving your marketing and sales goals. We are talking about copywriting that knows how to use words and triggers to persuade the public, earn the click and generate the sales or leads that the company wants. A good copy has this power!
Ads on Google, Facebook, Instagram, LinkedIn, YouTube videos, banners on websites, TV and radio commercials, billboards and other various marketing channels ask for effective and well thought-out texts . So that’s what we’re going to help you do!
In this article, you’ll see what good ad copy is and a step-by-step guide to making the best copy, with lots of examples to inspire you! Come with us!
What is good ad copy
Ad copy is all text that is part of a brand’s advertising, with the objective of engaging the consumer and driving him to conversion .
This text can be used in the most diverse media, both online and offline. Depending on the media, the copy may be the only element of the ad (such as sponsored links or audio ads), it may be embedded in the artwork (such as website banners) or accompany the image as a caption (such as sponsored Facebook posts , for example).
Copy’s function is to make the ad convert. Every advertising must have a goal, right? It could be generating sales , leads, traffic, reach or brand awareness, for example. And this objective is directly related to the company’s marketing goals , which must generate results for the business as a whole.
So, a good copy should help the ad and marketing to meet their goals . To know this, you need to keep an eye on ad metrics such as number of conversions, revenue generated, return on investment and many others.
But it is clear that copy does not fulfill this role alone. For advertising to work, there must be a strategy behind it, with planning, research, target audience segmentation, channel definition, among other various points, in addition to an alignment with the art, when the ad has an image. It is this set of elements, in which copy plays a key role, that makes the ad convert.
But it is also important to see copy as another point of contact with consumers, which helps to build the brand experience and the perception they have about it. That’s why ad copy isn’t just about converting — good copy should also convey the brand’s personality through the words .
In this way, ad copy not only contributes to conversions, but also to branding .
What to consider to write an amazing copy
Good ad copy doesn’t come out of nowhere. To be efficient, the text needs to be planned, studied, worked on, until reaching the ideal construction. So, now let’s see what are the main elements you need to keep in mind before writing the copy.
Realize that work begins long before you type the words into the computer. It is a bag of information that you must consider when constructing the text. Let’s go to them
marketing objective
What does marketing want to achieve with this ad? Selling products to increase sales in the month? Publish a blog post to drive traffic to the site? Publicize an event to increase subscribers? Strengthen brand awareness?
This is the first piece of information you need to look for when writing ad copy. After all, the text needs to be aligned with the purpose of the ad and marketing in general.
In the Nike ad, for example, it is clear that the purpose of marketing is not exactly to sell, but to strengthen the brand’s positioning with the public.
brand personality
As we said before, a good copy converts and aligns with the brand identity. So, also try to understand the pillars of branding and how to convey the brand’s personality in the language of the text.
Understand if the brand communicates in a fun language or is more serious. Understand if she positions herself as a friend who gives advice or a mother who educates. All of this is at the heart of the brand and must be reflected in the copy. Building a brand persona helps a lot to identify how the brand should communicate and position itself.
Ad target audience
This is one of the main definitions for writing good ad copy. Understanding who the people who are going to read the ad are will define how you will communicate with them.
Understand what is important to the target audience , to align with the value proposition. Find out what catches your eye to create an attractive copy. List Provider Know how people communicate, to adapt their language. Anyway, learn about ad audience segmentation to speak the right way to the right people .
